Moshe Engelberg On Everything Marketing

Last week, I was at the mall with my wife and kids. Following along, I wasn't paying much attention to where we were going, though I did her someone say "Nordstrom" as we walked into the nearest department store. Passing the shoes, I noticed their selection was well below par. I was also amazed a the low prices and Kohl's-like display of men's pants. Then when I asked for help on two occasions, both salespeople simply pointed and said "over there." At this point, I knowingly said to my wife, "The service is really bad for Nordstrom's and some of the prices are so low!" She looked at me and said, "Moshe, this is Sears. You've been here for 20 minutes and you still thought it was Nordstrom??"

Rather than trying to convince her that I was doing such a good marketing experiment that I didn't even know I was doing it (inadvertently doubleblind, as it were), I simply said, "yes."

Looking back, I realize how well Nordstrom lives its brand promise of service and quality. And how Sears can win on price - sometimes. And lastly, how Nordstorm can transform clothes shopping (even for a non-shopper like yours truly) into an "experience." Now that's a brand!

I was making a deposit in the bank and saw this "rock" on the counter by the teller. In fact, there was one of these promotional items by every teller branding the solidness of Union Bank. (The pen is there for scale).

Then I picked it up. It was made of soft foam. About as solid as a marshmallow. Is that really the brand message Union Bank wants to convey?? Trust us with your money. Because we're solid ...like a marshmallow. The morale of the story is the medium can be the message. Think it through Union Bank!

I like social media. I often advise clients to strategically employ social media. I use some personally. But there is a major downside. Like Doonesbury illustrates, it takes a lot of work to curate our "personal brand" on social media. (click here for a better view of the comic strip):

Social media is great to connect us with people and things we care about. But the "opportunities" to stay connected through social media can cost us staying connected with the people around us. We stray away from old fashioned "analog" social media, like talking or hugging or just being present with another person. As good as Facebook is, and Twitter is, and gosh darn Andy of Mayberry, even as good as this blog is, real life relationships come first. So there you have it. Gotta go... need to check status updates from my Facebook friends (just kidding!).